WRONGWAY DRIVER
PUBLIC OUTREACH PROPOSAL
Mitigating the Wrong Way Driver Dilemma Prepared October XX, 2021
EUREKA
TABLE OF
CONTENTS 4
Introduction
12
Campaign Options
8
Laying the Foundation
13
Caltrans PIO Managed Campaign/ No Budget
10
Working with Our Partners
14
Caltrans PIO Managed Campaign/ Budget
PUBLIC OUTREACH PROPOSAL SUMMARY
15
Consultant Managed Campaign/ PIO
21
Law Enforcement Media Event Example
22
Media Coverage
INTRODUCTION
CAMPAIGN OVERVIEW Wrong-way collisions are often shocking due to the circumstances and the high-speed of the vehicles involved.
BACKGROUND The National Transportation Safety Board (NTSB) found that more than half and as many as three quarters of wrong way accidents are the fault of a drunk driver. Since the 1960s Caltrans has been installing “wrong way” and “do not enter” signs at exit-ramps and painting large, one-way arrows on the exit-ramp pavement as well as reflectors that appear red to wrong-way drivers on freeway lanes and exit-ramps. In recent years tactics have evolved and pilot programs are being researched. But it is still not enough to prevent multiple wrong way accidents every year.
04
Wrong-Way Driver Public Outreach Proposal
2021 has been a particularly rough year with an increase in number of wrong way accidents including an incident resulting in the death of married law enforcement officers. In addition to continued tactical efforts, Caltrans sees the need via a Director’s Order for a 12-month campaign effort to educate the public on the common cause (impaired driving) and methods available to curb wrong-way driving.
OBJECTIVES
REDUCE
AWARENES
SAFETY
Significantly reduce wrong-way driver incidents in San Diego and Imperial Counties
Create awareness among the driving public and those able to influence the driving public
Promote public safety
STRATEGIES •
Establish a coalition of partners
•
Create and launch media assets
•
Drive visitors to a campaign website
MESSAGING
06
•
Keep campaign rhetoric in the positive, not negative
•
Refer to this as a social problem on transportation network (not highways or freeways)
•
Tell legislators what they can do help
•
Friday nights and holiday timing
•
60+ upcoming ramp upgrades
Wrong-Way Driver Public Outreach Proposal
OUTREACH ACTIVITIES Press conference – September 3, 2021 with District 11 Director Gustavo Dallarda, Council Member Marnie von Wilpert and CHP Officer Escobar Campaign launch event (in an area of repeat incidents) Social media/Paid Social Media Partner communications (ie: posters and ads on kiosks in the DMV, Padres: Bring it Home Safe) Public Service Announcements via radio Billboard placement near repeat locations Bus Wraps Email to legislators, stakeholders, CBOs, etc. Social media kit for legislators Vignette of videos • Technology implemented • What are red reflective pavement markers • What you should do if you see a wrong way driver approaching Disseminate Fact Sheet 1, 2 and FAQ Project Page Print – San Diego Union Tribune Television
07
Wrong-Way Driver Public Outreach Proposal
LAYING THE
FOUNDATION Partening is Key On August 3rd, 2021 PIO met with trafc ops to discuss the possibility of a campaign event ik ck-off and Partnering Strategies.
Developing Campaign Branding
Campaign Name Campaign Slogan Campaign Logo
06 Wrong-Way Driver Public Outreach Proposal
DRIVE SOBER NOT WRONG WAY DON’ T RUIN LIVES
07
Wrong-Way Driver Public Outreach Proposal
WORKING WITH
OUR PARTNERS Partnering strategies including
MOTHERS AGAINST DRUNK DRIVING Kaley Kantor, Program Specialist and Pat Rillera, Executive Director
OFFICE OF TRAFFIC SAFETY David Doucette, Deputy Director and Tim
Council Member Von Wilpert’s Office Eric Young II, Policy Advisor
DEPARTMENT OF ALCOHOLIC BEVERAGE CONTROL
Weisberg, Acting Deputy Director,
Melissa Ryan, Supervising Agent in Charge
(annually funds over $80 million dollars in
and Sarah Hutson, Supervising Agent with
innovative, evidence-based education and
the Department’s San Diego District
enforcement programs and technologies
Office
designed to make California’s roadways safer)
10
CITY OF SAN DIEGO
Wrong-Way Driver Public Outreach Proposal
EUREKA
DRINKING ESTABLISHMENTS
CALIFORNIA HIGHWAY PATROL
To be determined
Officer Jake Sanchez
CALTRANS DISTRICT 7
AMERICAN AUTOMOBILE ASSOCIATION
Tony Tavares and Rafael Molina
For wrong-way driver analysis and
Deputy District Director, Traffic Operations
SAN DIEGO PADRES To be determined
how to approach a wrong way driver
DEPARTMENT OF MOTOR VECHICLES To be determined
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Wrong-Way Driver Public Outreach Proposal
CAMPAIGN Implementation OPTIONS
01. CALTRANS PIO Managed Campaign No Media Budget
02. CALTRANS PIO Managed Campaign Media Budget
03. CONSULTED MANAGED Campaign with Caltrans PIO Oversight Media and Consultant Budget
12
Wrong-Way Driver Public Outreach Proposal
Caltrans PIO Managed Campaign No Media Budget
• Social Media • Earned Media • Printed Posters
Public Service Announcements via radio – No charge Iheartmedia stations in San Diego: https://www.iheartmedia.com/ stations?city=San+Diego news, sports, country, adult contemporary, Top 40
• Posters and ads on kiosks in the DMV
13
Wrong-Way Driver Public Outreach Proposal
CALTRANS PIO
MANAGED CAMPAIGN
$43,000 MEDIA BUDGET
Social media/Paid Social Media – Recommend $6,000 for six months Public Service Announcements via radio – No charge – Iheartmedia stations in San Diego: https://www.iheartmedia.com/stations?city=San+Diego news, sports, country, adult contemporary, top 40 Outdoor placements near repeat locations • Bulletin (Billboard) - $20,000 for 2 months in 2 locations • Bus Backs - $12,000 for 2 months on 5 placements • Optional - Trolley, NCTD Reaching Out to the Media • Media Opportunity releases for events • Media Releases for important announcements • Possibly contact Mike Hodges, president, and chief operating officer of U-T San Diego, to forge a partnership for outreach related to wrong-way driving to procure a commitment by U-T San Diego to create a landing page on the newspaper’s website and a significantly reduced rate on their recommended advertising vehicle – the “spadea” or a ¾ newspaper wrap in English/Spanish with a full run in U-T San Diego and En Lace additions – cost TBD but estimating $5,000 Optional Television – $50,000 for one month (PSA Rate) Posters and ads on kiosks in the DMV
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Wrong-Way Driver Public Outreach Proposal
Consultant Managed Campaign with Caltrans PIO Oversight $80,000 Media and Consultant Budget
The following outlines a strategic plan to educate the public about wrong-way driving. Caltrans PIO will work with Southwest Strategies to develop a multi-faceted approach to reach the targeted audiences, utilizing media outreach, community outreach and engagement, paid and earned media opportunities, and digital and social media outreach.
KEY AUDIENCES The primary audiences for this effort are drivers in San Diego County. The focus is to alert them of the dangers of wrong-way driving and keep them from making the fatal mistakes of driving under the influence and the wrong way. To ensure the message is reaching a diverse audience, it is recommended that, as much as possible, materials and communications are ADA-compliant and include English and Spanish translations at minimum, as well as a line in other commonly used languages (such as Chinese, Vietnamese, Tagalog, French, Arabic, etc.) with information about how to be better informed.
CAMPAIGN BRANDING AND MESSAGING •
Develop a memorable and straightforward campaign slogan
•
Develop campaign name, slogan, and logo
•
Develop message platform in both English and Spanish
STRATEGIES •
Establish a coalition of partners
•
Create and launch media assets
•
Drive visitors to a campaign website
15
Wrong-Way Driver Public Outreach Proposal
The following outlines a recommended action plan for the public outreach and awareness campaign in order to accomplish the above objectives and maximize the reach of the wrong-way driving campaign. The action steps included below represent a broad range of opportunities for raising awareness on this issue.
APPROACH &
ACTION PLAN PRE-LAUNCH 4-6 Weeks STEP 01
MESSAGING
STEP 02
CAMPAIGN
PLANNING
STEP 03
Southwest Strategies will develop a suite of collateral materials for use with third-party stakeholders, key communities, business organizations, and community events to disseminate critical messaging. Collateral materials could include, but are not limited to: • Mailer
• Video Vignette
• One-pagers
• Technology implemented
• Newsletters
• What are red reflective
• Eblasts
pavement markers?
• Slogan
• What should you do if you
• Logo
see a wrong-way driver
• QR Code
approaching
• Graphics • GIFs
PRINT & DIGITAL
COLLATERAL MATERIALS
In conjunction with this, an audit of existing collateral material pieces, such as the existing factsheets, will be conducted and updated to incorporate the campaign messaging wherever appropriate.
CAMPAIGN LAUNCH 3-4 Months STEP 04
CAMPAIGN
STEP 05
MEDIA
LAUNCH EVENT
OUTREACH
To kick off the campaign and build further
To utilize earned media, pitch print, and live
awareness around the issue, the team can
segments:
host a launch event accompanied by a
•
Media announcements and news releases
press release and promotional social
•
E-toolkit of media materials
media across platforms.
STEP 06
public meetings, and any other appropriate avenues, or help disseminate e-toolkits that include print and digital materials through existing channels (e-newsletters, websites, social media, etc.):
COMMUNITY
ENGAGEMENT The team will leverage existing relationships and establish new relationships with the
•
Agency partners
•
County of San Diego offices and elected officials in all 18 cities
•
Community partners
•
Community groups, especially those focused on community safety and
community to help further the reach of these efforts. These organizations will be engaged to share information at community events,
transportation •
Business groups
•
Major employers
•
Doorhangers in targeted communities
•
Community roundtables and/or open
STEP 07
COMMUNITY
OUTREACH
house events •
To further support the public outreach and awareness campaign, the team can engage in
community •
the following tactics to target harder-to-reach communities:
Owned or pop-up events throughout the Participation in existing community events and gatherings
•
Community contests
STEP 08
•
Radio advertising and Public Service Announcements on English and Spanishlanguage radio channels (San Diego iHeart
PAID & EARNED
Media stations, news, sports, country, adult
MEDIA
Southwest Strategies would develop and
contemporary, top 40, etc.) •
Earned media placements
•
Building or billboard takeover on
implement messaging, scripts, and graphics for the following recommended paid
high-traffic roadways •
and earned media tactics: •
Bus wraps
Wrong-way driving prevention technology demos
•
Print ads in San Diego Union Tribune
•
Geo-targeted digital and social media
STEP 09
advertising •
Organic social media engagement
•
Mini influencer campaign with the target audiences and safety groups
DIGITAL & SOCIAL
MEDIA OUTREACH The team could develop and implement the social media program, messaging, scripts, and graphics for the following recommended digital and social media outreach tactics:
•
Eblasts
•
Website updates
•
Digital ads consisting of audio streaming and pre-roll video ads and display ads on apps
•
Facebook profile picture campaign
•
OTT and pre-roll video ads on YouTube, Roku, etc.
•
Texting efforts
BUDGET The team anticipates roughly $10k in monthly advertising costs, with the option of outdoor advertising and bus wraps for additional fees. IMPLEMENTATION To effectively educate the public on this issue, it is recommended that messaging and materials development begin immediately, with the campaign running for about six months. For professional services, Southwest Strategies estimates an approximate cost of between $20,000-25,000 for the initial month (pre-launch) and an approximate monthly cost of between $12,500-17,500 for at least the first few months of the second phase (launch), billing on a time and materials basis.
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Wrong-Way Driver Public Outreach Proposal
LAW ENFORCEMENT
EVENT EXAMPLE 77°
CARLSBAD
WATCH NOW / FOX 5 News at 1 p.m. LOCAL
‘Know Your Limit’ event in Carlsbad raises awareness for impaired driving
by: Kelsey Christensen Posted: Sep 4, 2021 / 05:30 PM PDT / Updated: Sep 4, 2021 / 10:41 PM PDT
CARLSBAD, Calif. — The Carlsbad Police Department Saturday held an event called
Police officers out at the city’s bars and restaurants between noon and 10 p.m. Saturday,
“Know Your Limit” during Labor Day weekend to raise awareness for impaired
September 4, to participate in a “know your limit” educational campaign.
driving.
As part of the campaign, officers will invite bar patrons and diners to take a breathalyzer test and tryCarlsbad to guess their blood alcohol content. of,cers stationed themselves
outside Carlsbad Village bars and restaurants
to goal educate impaired the driving and they’ve the “The is to the helppublic peopleon understand effects of knowing alcohol sowhen they can makereached educated decisions about how they get home after drinking,” Carlsbad traffic Lt. Steve Thomas said in a news release. “It takes relatively little alcohol to impair a driver.”
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Wrong-Way Driver Public Outreach Proposal
Media Coverage
TRENDING
LISTEN: Today in SD Podcast
Breakfa
I-5
Wrong-Way Driver on I-5 Triggers
By City News ervice • Published September 26, 2021
At least one person suffered a significant injury Saturday Interstate 5, the California Highway !atrol said
22
C $’s
Wrong-Way Driver Public Outreach Proposal
At least one person suffered a significant injury Sat
67° WATCH NOW / Replay of FOX 5 News at 9 a.m. FOX 5 NEWS NOW
News Now: Violent wrong-way crash is 2nd on San Diego freeways in 24 hours
67º
ast Buzz
San Diego Restaurant Week
Pe…
by: Matt Meyer Posted: Sep 26, 2021 / 11:20 AM PDT / Updated: Sep 26, 2021 / 01:33 PM PDT
Follow the link for each show topic to learn more SAN DIEGO — A violent wrong-way crash on Interstate 8 overnight was the second
s Multi-Car Crash
on a local freeway in 24 hours. Learn how authorities are trying to put a stop to it.
1 • Updated on September 26, 2021 at 11:27 pm
NBC Universal, Inc.
y in a fi e-car crash caused by a wrong-way dri er on Melissa Adan reports
turday in a fi e-car crash caused by a wrong-way
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Wrong-Way Driver Public Outreach Proposal
QR CALL
(619) 688-6670
4050 Taylor Street San Diego, CA 92113 (619) 688-6670 DesignatedEmail@dot.ca.gov dot.ca.gov/D11